Proper Ways to Approach TV and Print News Journalists with a Story Pitch

By Shelley Costello

Crafting the perfect pitch for TV news journalists is essential to getting your story noticed.  From an experienced, seasoned PR consultant, here are a few key tips for approaching TV journalists effectively:

1. Build relationships with journalists. Find journalists in your area and follow them on social media. Comment on a few of their stories and develop a relationship so they recognize your name.
2. Do Your Research: Understand the journalist’s beat and the type of stories they cover. Tailor your pitch to fit their specific interests and audience. Find them on LinkedIn and X and follow them. Find out how they like to be contacted. Look at their stories or work to see if they are a fit for your story.
3. Be Clear and Concise: Never send just a Press Release with no intro or capturing subject line. The first hurdle to cross is getting them to open your pitch email. Journalists are busy, so get straight to the point. Provide a compelling headline and a brief summary of the story in the first few sentences. Notify them that a full press release, video or other media is attached, or provide a link for them to investigate if they have an interest in the story.
4. Highlight the Newsworthy Angle: Explain why your story matters now. Is it timely? Does it affect a large audience? Make sure the newsworthiness is obvious. This must be done in your intro pitch. Help the journalist discover the angle to cover the story.
5. Provide Supporting Materials: Include relevant data, quotes, or visuals that can help the journalist build the story. Make it easy for them to say “yes.” Attach a photo, formal Press Release or other items. If they are slightly interested, they will investigate and check out your full story.
6. Respect Their Time: Follow up politely if you haven’t heard back, but don’t be pushy. Building a relationship is more important than getting a one-time hit.

Approaching TV news journalists, the right way can make all the difference. Remember, it’s about providing value and making their job easier.

©️Shelley Costello 2024